Magnetic’s 2014 roadshow series, Attribution Revolution, opened to an incredibly packed house on Tuesday, March 4th at Chicago’s theWit Hotel.
David Hahn of Integral Ad Science kicked off the panel with a live demonstration of how a botnet-infected computer can serve thousands of fraudulent ads within a very short time-frame. The demo revealed that within just one hour, the infected computer had been served about 2,600 ads. David also pointed out that users rarely notice the presence of a botnet since it operates below the browser.
Panel conversations also covered the value that real-time buying brings to the market, and the core challenges associated with fraud and non-human traffic in display advertising.
Themes of the evening included:
Defining & Addressing Ad Viewability: Panelists referred to the IAB standard definition for viewability, which entails that an ad is in view if 50% of it is visible on the page for at least one second. Citing comScore’s viewability monitoring efforts, Gian Fulgoni explained, “the numbers of non-viewable ads are pretty big—about 46% [of] served ads are in view, so over half are not.”
Education & Awareness: sovrn Holding’s Scott Cunningham expanded on the need for publisher education on how to better implement ad tracking and brand safety technology, in order to enable truly effective fraud protection measures.
Industry Adoption: Philip Shih from VivaKi prompted panelists and audience members to consider the evolution of the digital advertising space. He highlighted the importance of knowing that fraud-prevention tools exist, but warned that there will surely be an adoption period before the buy-side and sell-side can fully adapt. Once adoption occurs at a wider scale, we will start to see the true value of audiences, content, and finally, how we should think about pricing and signals.
Standardization: Panelists commented on industry initiatives working towards standardization, including the Media Rating Council (MRC) and IAB’s Traffic Of Good Intent (TOGI) task force. The question on everyone’s minds is this: will implementing standards be what drives up CPMs, and will we see a clear price difference for high quality inventory?
Solutions & Technology: Solutions offered by the panel included implementing large scale blacklists, purging suspicious traffic sources from publishers’ inventory, and utilizing technology partners that offer real-time fraud monitoring and viewability assurance.
A Post-Cookie World & Future of Media: What will the post-cookie world entail? Discussions included plausible alternatives to the antiquated cookie attribution methodology, and highlighted that the future is all about determining the root cause of purchase intent.
Watch the entire panel here:
The next stops on our Viewability Roadshow series are Boston (4/2) and Detroit (4/10). If you are an agency or brand marketer and want to attend, request an invite here: http://www.attributionrevolution.com/request-invite/